What to do with a ready-made logo that does't say back pain relief. Its abstract spinal shape presented an opportunity to bring the shape of a pain-free back into the conversation. The swimmers' forms accentuate the fact of movement. Overlaid with an animated 'swoosh' following their contour highlights a meaningful function of second swoosh above the form of the spine in the logo symbol. What could have amounted to a confusing symbol came to life with a just a little creative help.